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Monday, August 17, 2009
Monitoring Search Engine Positions
Since search engines are the first stop for people on theInternet looking for goods or services, the position yourwebsite appears in search results is an important factor.If your URL shows up far down the results list, the chancesof the consumer never finding you increase incrementally.Once you achieve a high search engine position, it isessential that you make sure you maintain the high rankingyou have worked so hard to achieve.
This means you must come up with a strategy to monitor yoursearch engines positions. This strategy is crucial to thesuccess of any marketing campaign. Think of your searchengine positions as your online portfolio. Would you letyour stock portfolio be ruled by chance and marketfluctuations, or would you keep close tabs on your stocksso you could buy and sell when the time is right? This isthe way you must consider your search engines positions.
Be aware that at first, after you have launched your searchengine campaign and done all the right things to increaseyour rankings, you will most likely see a continual upwardclimb. What you need to be on the lookout for is the momentthat upward climb reaches a plateau. When this happens,your search engine position campaign moves into stage two,the monitoring and protecting stage.
In stage two, do not be concerned about the short-term fluctuations in your positions. These are similar to thesubtle rising and falling of stocks in a portfolio.Short-term movement is an integral part of the wholeprocess. It's the long-term changes that you must watch forand prepare to act on immediately.
Analyzing the long-term trends of search engines positionsis imperative. The way in which search engines rank websites may change at the drop of hat. If you are unawareof these changes - many of which are subtle yet can bedeadly to your ranking - your position may drop to thebottom of the list before you can get your bearings. To prevent this kind of precipitous drop, you must create a system to monitor your positions on a monthly basis. Devisea chart to keep tabs on your top ranking positions or yourtop pages, and make sure to watch "the market" closely.
Each search engine uses a formula to compute website rankings. When a search engine changes this formula in anyway, it may raise or lower your ranking. Some searchengines use a number of different formulas, rotating them so that a formula doesn't become overused or outdated. Depending on which formula is being applied, your searchengine position may suddenly drop or rise in ranksignificantly. Therefore, you must check your positionsfrequently in order to catch when a search engine changesformulas and what effect it has on your positions.
You must also deal with your competition - a crucial factor you must always be vigilant about. Your competitor's position may suddenly rise, automatically lowering yourposition. Or their position may drop, pushing your position higher. Each month, expect position changes due to thecontinual changes that are occurring in your competitor'sposition, and be prepared to adjust your marketing strategy to compensate for decreased rankings. Monitoring these fluctuations will also give you vital information about how to improve your website to increase your position in search results.
Of course, you must discern what the most popular search engines are in order for your monitoring efforts to be effective. Right now, there are ten popular search enginesthat direct most of Internet traffic to your sites. The challenge you face is that these top ten may change from month to month.
This means that your must not only monitor your search engine positions, but you must also keep track of the ranking popularity of the search engines you are monitoring. Find out which search engines people use most frequently every month and be sure to live in the present!People are fickle about their favorite search engines, andit takes constant vigilance to follow their dalliances. The search engines they loved when you first launched your campaign may be old news in the next few months. You must adjust your list of engines according to the whims of the Internet users. Check out http://www.searchenginewatch.com/reports/netratings.html for a current list of website favorites.
Another factor to monitor carefully is a sudden drop ofyour positions in all search engines. This is not the sameas monthly fluctuations - this is a neon red warning sign!It could mean a number of different things.
It all your search engine positions have plummeted, it may indicate that search engines spiders - those sneaky programs that seek out your site and rank their positions -have found some type of problem with your website. If you have recently changed the code, for instance, the spider may become utterly confused and consequently drop your positions disastrously. If a spider creeps up on your website when it is down for adjustments or changes, you may actually disappear from a search engine index entirely. Ora search engine may drastically change its formula, and suddenly all of your website come up as irrelevant. If that search engine is a current favorite, it may create a domino effect, causing all of your position to drop in all search engines.
Some search engines rely on the results from other search engines, and it is vital that you know which engines thes eare and keep track of all the engines they influence. The biggest problem here is that search engines will some times change affiliations, and this can create a major shift inthe geography of the Internet. For example, recently Yahoo decided to display only results gleaned from Google. So you must not only monitor your own positions, but you must keep a breast of seismic shifts in the landscape of the Internet as a whole.
Finally, pay attention to your keywords. Keywords are the foundation bricks of the entire search engine system, and they demand individual scrutiny in your monitoring efforts. If you have found that a number of your positions have plummeted, it may mean that a page of your website has become invisible or inaccessible to search engine spiders. Or the competition for that particular keyword or phrasehas recently rocketed into outer space. In either case, you must act quickly and efficiently to regain lost ground.
Your search engine marketing campaign is an investment. Ifcosts you time and money on a continual basis. Protect this investment as diligently as you would your financial portfolio. In the same way, track your positions from an objective perspective, and monitor your positions on a regular basis. Make sure your time and effort reap rewards by keeping your eye on the big picture - your long-term marketing campaign.
Search Engine Keywords Selection
Search engines are the vehicles that drive potential customers to your websites. But in order for visitors toreach their destination - your website - you need toprovide them with specific and effective signs that willdirect them right to your site. You do this by creatingcarefully chosen keywords.
Think of the right keywords as the Open Sesame! of theInternet. Find the exactly right words or phrases, andpresto! hoards of traffic will be pulling up to your frontdoor. But if your keywords are too general or tooover-used, the possibility of visitors actually making itall the way to your site - or of seeing any real profitsfrom the visitors that do arrive - decreases dramatically.
Your keywords serve as the foundation of your marketing strategy. If they are not chosen with great precision, nomatter how aggressive your marketing campaign may be, theright people may never get the chance to find out about it.So your first step in plotting your strategy is to gatherand evaluate keywords and phrases.
You probably think you already know EXACTLY the right wordsfor your search phrases. Unfortunately, if you haven'tfollowed certain specific steps, you are probably WRONG.It's hard to be objective when you are right in the centerof your business network, which is the reason that you maynot be able to choose the most efficient keywords from theinside. You need to be able to think like your customers.And since you are a business owner and not the consumer,your best bet is to go directly to the source.
Instead of plunging in and scribbling down a list ofpotential search words and phrases yourself, ask for wordsfrom as many potential customers as you can. You will mostlikely find out that your understanding of your businessand your customers' understanding is significantlydifferent.
The consumer is an invaluable resource. You will find thewords you accumulate from them are words and phrases youprobably never would have considered from deep inside thetrenches of your business.
Only after you have gathered as many words and phrases fromoutside resources should you add your own keyword to thelist. Once you have this list in hand, you are ready forthe next step: evaluation.
The aim of evaluation is to narrow down your list to asmall number of words and phrases that will direct thehighest number of quality visitors to your website. By"quality visitors" I mean those consumers who are mostlikely to make a purchase rather than just cruise aroundyour site and take off for greener pastures. In evaluatingthe effectiveness of keywords, bear in mind three elements:popularity, specificity, and motivation.
Popularity is the easiest to evaluate because it is anobjective quality. The more popular your keyword is, themore likely the chances are that it will be typed into asearch engine which will then bring up your URL.
You can now purchase software that will rate the popularityof keywords and phrases by giving words a number ratingbased on real search engine activity. Software such asWordTracker will even suggest variations of your words andphrases. The higher the number this software assigns to agiven keyword, the more traffic you can logically expect tobe directed to your site. The only fallacy with thisconcept is the more popular the keyword is, the greater thesearch engine position you will need to obtain. If you aredown at the bottom of the search results, the consumer willprobably never scroll down to find you.
Popularity isn't enough to declare a keyword a good choice.You must move on to the next criteria, which isspecificity. The more specific your keyword is, the greaterthe likelihood that the consumer who is ready to purchaseyour goods or services will find you.
Let's look at a hypothetical example. Imagine that you haveobtained popularity rankings for the keyword "automobilecompanies." However, you company specializes in bodyworkonly. The keyword "automobile body shops" would rank loweron the popularity scale than "automobile companies," but itwould nevertheless serve you much better. Instead ofgetting a slew of people interested in everything frombuying a car to changing their oil filters, you will getonly those consumers with trashed front ends or crumpledfenders being directed to your site. In other words,consumers ready to buy your services are the ones who willimmediately find you. Not only that, but the greater thespecificity of your keyword is, the less competition youwill face.
The third factor is consumer motivation. Once again, thisrequires putting yourself inside the mind of the customerrather than the seller to figure out what motivationprompts a person looking for a service or product to typein a particular word or phrase. Let's look at anotherexample, such as a consumer who is searching for a job asan IT manager in a new city. If you have to choose between"Seattle job listings" and "Seattle IT recruiters" which doyou think will benefit the consumer more? If you werelooking for this type of specific job, which keyword wouldyou type in? The second one, of course! Using the secondkeyword targets people who have decided on their career,have the necessary experience, and are ready to enlist youas their recruiter, rather than someone just out of schoolwho is casually trying to figure out what to do with his orher life in between beer parties. You want to find peoplewho are ready to act or make a purchase, and this requiressubtle tinkering of your keywords until your find the mostspecific and directly targeted phrases to bring the mostmotivated traffic to you site.
Once you have chosen your keywords, your work is not done.You must continually evaluate performance across a varietyof search engines, bearing in mind that times and trendschange, as does popular lingo. You cannot rely on your logtraffic analysis alone because it will not tell you howmany of your visitors actually made a purchase.
Luckily, some new tools have been invented to help youjudge the effectiveness of your keywords in individualsearch engines. There is now software available thatanalyzes consumer behavior in relation to consumer traffic.This allows you to discern which keywords are bringing youthe most valuable customers.
This is an essential concept: numbers alone do not make agood keyword; profits per visitor do. You need to findkeywords that direct consumers to your site who actuallybuy your product, fill out your forms, or download yourproduct. This is the most important factor in evaluatingthe efficacy of a keyword or phrase, and should be thesword you wield when discarding and replacing ineffectiveor inefficient keywords with keywords that bring in betterprofits.
Ongoing analysis of tested keywords is the formula forsearch engine success. This may sound like a lot of work -and it is! But the amount of informed effort you put intoyour keyword campaign is what will ultimately generate yourbusiness' rewards.
Protecting Your Search Engine Rankings
Your website's ranking on search engines is a vital elementof your overall marketing campaign, and there are ways to improve your link popularity through legitimate methods.Unfortunately, the Internet is populated by bands ofdishonest webmasters seeking to improve their linkpopularity by faking out search engines.
The good news is that search engines have figured this out,and are now on guard for "spam" pages and sites that have increased their rankings by artificial methods. When asearch engines tracks down such a site, that site isdemoted in ranking or completely removed from the searchengine's index.
The bad news is that some high quality, completelyabove-board sites are being mistaken for these web pagecriminals. Your page may be in danger of being caught up inthe "spam" net and tossed from a search engine's index,even though you have done nothing to deserve such harsh treatment. But there are things you can do - and things youshould be sure NOT to do - which will prevent this kind ofmisperception.
Link popularity is mostly based on the quality of sites youare linked to. Google pioneered this criteria for assigningwebsite ranking, and virtually all search engines on theInternet now use it. There are legitimate ways to go aboutincreasing your link popularity, but at the same time, youmust be scrupulously careful about which sites you chooseto link to. Google frequently imposes penalties on sitesthat have linked to other sites solely for the purpose ofartificially boosting their link popularity. They haveactually labeled these links "bad neighborhoods."
You can raise a toast to the fact that you cannot bepenalized when a bad neighborhood links to your site;penalty happens only when you are the one sending out thelink to a bad neighborhood. But you must check, anddouble-check, all the links that are active on your linkspage to make sure you haven't linked to a bad neighborhood.
The first thing to check out is whether or not the pagesyou have linked to have been penalized. The most direct wayto do this is to download the Google toolbar athttp://toolbar.google.com. You will then see that mostpages are given a "Pagerank" which is represented by asliding green scale on the Google toolbar.
Do not link to any site that shows no green at all on thescale. This is especially important when the scale iscompletely gray. It is more than likely that these pageshave been penalized. If you are linked to these pages, youmay catch their penalty, and like the flu, it may bedifficult to recover from the infection.
There is no need to be afraid of linking to sites whosescale shows only a tiny sliver of green on their scale.These sites have not been penalized, and their links maygrow in value and popularity. However, do make sure thatyou closely monitor these kind of links to ascertain thatat some point they do not sustain a penalty once you havelinked up to them from your links page.
Another evil trick that illicit webmasters use toartificially boost their link popularity is the use ofhidden text. Search engines usually use the words on webpages as a factor in forming their rankings, which meansthat if the text on your page contains your keywords, youhave more of an opportunity to increase your search engineranking than a page that does not contain text inclusive ofkeywords.
Some webmasters have gotten around this formula by hidingtheir keywords in such a way so that they are invisible toany visitors to their site. For example, they have used thekeywords but made them the same color as the backgroundcolor of the page, such as a plethora of white keywords ona white background. You cannot see these words with thehuman eye - but the eye of search engine spider can spotthem easily! A spider is the program search engines use toindex web pages, and when it sees these invisible words, itgoes back and boosts that page's link ranking.
Webmasters may be brilliant and sometimes devious, butsearch engines have figured these tricks out. As soon as asearch engine perceive the use of hidden text - splat! thepage is penalized.
The downside of this is that sometimes the spider is a bitoverzealous and will penalize a page by mistake. Forexample, if the background color of your page is gray, andyou have placed gray text inside a black box, the spiderwill only take note of the gray text and assume you areemploying hidden text. To avoid any risk of false penalty,simply direct your webmaster not to assign the same colorto text as the background color of the page - ever!
Another potential problem that can result in a penalty iscalled "keyword stuffing." It is important to have yourkeywords appear in the text on your page, but sometimes youcan go a little overboard in your enthusiasm to pleasethose spiders. A search engine uses what is called"Keyphrase Density" to determine if a site is trying toartificially boost their ranking. This is the ratio of keywords to the rest of the words on the page. Searchengines assign a limit to the number of times you can use a keyword before it decides you have overdone it andpenalizes your site.
This ratio is quite high, so it is difficult to surpasswithout sounding as if you are stuttering - unless yourkeyword is part of your company name. If this is the case,it is easy for keyword density to soar. So, if your keywordis "renters insurance," be sure you don't use this phrasein every sentence. Carefully edit the text on your site sothat the copy flows naturally and the keyword is not repeated incessantly. A good rule of thumb is your keywordshould never appear in more than half the sentences on the page.
The final potential risk factor is known as "cloaking." Tothose of you who are diligent Trekkies, this concept shouldbe easy to understand. For the rest of you?cloaking is whenthe server directs a visitor to one page and a searchengine spider to a different page. The page the spider seesis "cloaked" because it is invisible to regular traffic,and deliberately set-up to raise the site's search engineranking. A cloaked page tries to feed the spider everythingit needs to rocket that page's ranking to the top of thelist.
It is natural that search engines have responded to thisact of deception with extreme enmity, imposing steeppenalties on these sites. The problem on your end is thatsometimes pages are cloaked for legitimate reasons, such asprevention against the theft of code, often referred to as"pagejacking." This kind of shielding is unnecessary thesedays due to the use of "off page" elements, such as linkpopularity, that cannot be stolen.
To be on the safe side, be sure that your webmaster isaware that absolutely no cloaking is acceptable. Make surethe webmaster understands that cloaking of any kind willput your website at great risk.
Just as you must be diligent in increasing your linkpopularity and your ranking, you must be equally diligentto avoid being unfairly penalized. So be sure to monitoryour site closely and avoid any appearance of artificiallyboosting your rankings.
The good news is that search engines have figured this out,and are now on guard for "spam" pages and sites that have increased their rankings by artificial methods. When asearch engines tracks down such a site, that site isdemoted in ranking or completely removed from the searchengine's index.
The bad news is that some high quality, completelyabove-board sites are being mistaken for these web pagecriminals. Your page may be in danger of being caught up inthe "spam" net and tossed from a search engine's index,even though you have done nothing to deserve such harsh treatment. But there are things you can do - and things youshould be sure NOT to do - which will prevent this kind ofmisperception.
Link popularity is mostly based on the quality of sites youare linked to. Google pioneered this criteria for assigningwebsite ranking, and virtually all search engines on theInternet now use it. There are legitimate ways to go aboutincreasing your link popularity, but at the same time, youmust be scrupulously careful about which sites you chooseto link to. Google frequently imposes penalties on sitesthat have linked to other sites solely for the purpose ofartificially boosting their link popularity. They haveactually labeled these links "bad neighborhoods."
You can raise a toast to the fact that you cannot bepenalized when a bad neighborhood links to your site;penalty happens only when you are the one sending out thelink to a bad neighborhood. But you must check, anddouble-check, all the links that are active on your linkspage to make sure you haven't linked to a bad neighborhood.
The first thing to check out is whether or not the pagesyou have linked to have been penalized. The most direct wayto do this is to download the Google toolbar athttp://toolbar.google.com. You will then see that mostpages are given a "Pagerank" which is represented by asliding green scale on the Google toolbar.
Do not link to any site that shows no green at all on thescale. This is especially important when the scale iscompletely gray. It is more than likely that these pageshave been penalized. If you are linked to these pages, youmay catch their penalty, and like the flu, it may bedifficult to recover from the infection.
There is no need to be afraid of linking to sites whosescale shows only a tiny sliver of green on their scale.These sites have not been penalized, and their links maygrow in value and popularity. However, do make sure thatyou closely monitor these kind of links to ascertain thatat some point they do not sustain a penalty once you havelinked up to them from your links page.
Another evil trick that illicit webmasters use toartificially boost their link popularity is the use ofhidden text. Search engines usually use the words on webpages as a factor in forming their rankings, which meansthat if the text on your page contains your keywords, youhave more of an opportunity to increase your search engineranking than a page that does not contain text inclusive ofkeywords.
Some webmasters have gotten around this formula by hidingtheir keywords in such a way so that they are invisible toany visitors to their site. For example, they have used thekeywords but made them the same color as the backgroundcolor of the page, such as a plethora of white keywords ona white background. You cannot see these words with thehuman eye - but the eye of search engine spider can spotthem easily! A spider is the program search engines use toindex web pages, and when it sees these invisible words, itgoes back and boosts that page's link ranking.
Webmasters may be brilliant and sometimes devious, butsearch engines have figured these tricks out. As soon as asearch engine perceive the use of hidden text - splat! thepage is penalized.
The downside of this is that sometimes the spider is a bitoverzealous and will penalize a page by mistake. Forexample, if the background color of your page is gray, andyou have placed gray text inside a black box, the spiderwill only take note of the gray text and assume you areemploying hidden text. To avoid any risk of false penalty,simply direct your webmaster not to assign the same colorto text as the background color of the page - ever!
Another potential problem that can result in a penalty iscalled "keyword stuffing." It is important to have yourkeywords appear in the text on your page, but sometimes youcan go a little overboard in your enthusiasm to pleasethose spiders. A search engine uses what is called"Keyphrase Density" to determine if a site is trying toartificially boost their ranking. This is the ratio of keywords to the rest of the words on the page. Searchengines assign a limit to the number of times you can use a keyword before it decides you have overdone it andpenalizes your site.
This ratio is quite high, so it is difficult to surpasswithout sounding as if you are stuttering - unless yourkeyword is part of your company name. If this is the case,it is easy for keyword density to soar. So, if your keywordis "renters insurance," be sure you don't use this phrasein every sentence. Carefully edit the text on your site sothat the copy flows naturally and the keyword is not repeated incessantly. A good rule of thumb is your keywordshould never appear in more than half the sentences on the page.
The final potential risk factor is known as "cloaking." Tothose of you who are diligent Trekkies, this concept shouldbe easy to understand. For the rest of you?cloaking is whenthe server directs a visitor to one page and a searchengine spider to a different page. The page the spider seesis "cloaked" because it is invisible to regular traffic,and deliberately set-up to raise the site's search engineranking. A cloaked page tries to feed the spider everythingit needs to rocket that page's ranking to the top of thelist.
It is natural that search engines have responded to thisact of deception with extreme enmity, imposing steeppenalties on these sites. The problem on your end is thatsometimes pages are cloaked for legitimate reasons, such asprevention against the theft of code, often referred to as"pagejacking." This kind of shielding is unnecessary thesedays due to the use of "off page" elements, such as linkpopularity, that cannot be stolen.
To be on the safe side, be sure that your webmaster isaware that absolutely no cloaking is acceptable. Make surethe webmaster understands that cloaking of any kind willput your website at great risk.
Just as you must be diligent in increasing your linkpopularity and your ranking, you must be equally diligentto avoid being unfairly penalized. So be sure to monitoryour site closely and avoid any appearance of artificiallyboosting your rankings.
Paid URL Inclusion # 2
Advertising your services or products on the Internet isboth extremely effective and extremely competitive. Thereare several ways to go about attracting traffic to yourwebsite; Pay-Per-Click is one of the options you can choosefrom, along with developing an SEO, or search engineoptimization campaign. Both pay-per-click and SEO aretargeted to get your website placed as close to the top ofsearch engine results as possible. One of the differencesis that it takes minutes to set up a pay-per-click campaignversus months for a good SEO campaign.
Pay-Per-Click is a simple type of paid advertising thatmost search engines, including some of the largest ones,now offer. It requires a bid for a "per-click" basis, whichtranslates to your company paying the bid amount every timethe search engine directs a visitor to your site. There isthe added bonus that when a per-click site sends yourwebsite traffic, your site often appears in the results ofother prevalent search engines.
As with all marketing campaigns, there are advantages anddisadvantages. If you understand the process and monitoryour pay-per-click campaign frequently, it can be veryeffective. One of the greatest advantages is that you neverhave to tweak your web pages to change your position insearch engine results, as you must do in a typical SEOcampaign. What you do have to do in a pay-per-clickcampaign is pay a fee.
Another advantage is the simplicity of the pay-per-clickprocess. You just bid and you're up and running. It doesn'tdemand any specific technical knowledge, though the moreyou know about search engines and keywords, the easier -and more effective - the process will be.
The downside is that pay-per-click is essentially a biddingwar. A higher bid than yours will lower your position onsearch engine results. This means that you will have toraise your bid to regain your position - which canobviously become quite expensive, especially if you arebidding on a popular keyword.
In order to determine if pay-per-click is a cost effectiveform of marketing for your business, you must do somecomputing to figure out how much each visitor to your siteis worth. You can compute this value by dividing the profityou make on your website over a given period of time by thetotal number of visitors for that same time period. Forexample, if your site made $5,000 in profits and there were2,5000 hits, each visitor would be theoretically worth 50cents. The basic formula is profits divided by visitors.
The figure of 50 cents per visitor is the point at whichyour business breaks even. The idea, of course, is to showa profit, not to merely cover your costs. Therefore, youare aiming at a figure less than 50 cents per click.
Be aware that the most popular keywords often costconsiderably more than 50 cents a click. The only wayaround this is to bid less for these phrases or you will bepaying too much for each individual hit.
The key (pun intended) to success is to learn everythingyou can about search engine keyword research. The good newsis there isn't a limit to the amount of keywords you canadd to your bid because additional keywords do not addadditional cost. This translates into a lot less hassle foryou because there is no need to optimize your site to indexa particular set of keywords.
Obviously, some keywords are much more effective thanothers are, but they will not cost you anything except timeto set-up your account in your pay-per-click bid. Of thepopular search engines that offer pay-per-click, one calledOverture provides an online tool that will give you thedata on how often particular keywords are entered intotheir search engine. They also offer suggestions forkeywords after you enter a description of your site.
In pay-per-click, this written description is crucial. Youmust understand that the object of your description is notto generally attract visitors, but to be as specific aspossible so that only those visitors who are likely to buyyour service or product go to your site. You must useexpert marketing copy to guarantee that your description isboth precise and enticing to attract the most idealcandidates to your site. This description is your mostpowerful tool to insure that your bid is profitable.
Another essential element of pay-per-click advertising isthat you constantly monitor your bid. It is very importantthat you bear in mind that the results of the top searchengines providing pay-per-click advertising, which areOverture and Adwords Select, usually appear on otherpopular search engines. Because of this, the competitionfor top ranking is intense, and very often you will findthat the bidding price balloons too high for pay-per-clickto yield a profit.
If this happens, it is advisable to withdraw your bid onthat particular keyword and try another one. Remember: whenyou pay too much per click to make a profit, you are inessence losing the bidding war.
Since losing is not acceptable, you must have a plan inplace to closely track the effectiveness of your keyword.It is advisable to monitor your keywords on at least amonthly basis.
Not only is careful monitoring important, but the analysisof visitor behavior can produce invaluable knowledge aboutconsumer motivation, habits, and trends. Expert monitoringand consumer analysis is essential to your overall businessneeds, and will also insure that your pay-per-clickcampaign is a success.
Pay-Per-Click is a simple type of paid advertising thatmost search engines, including some of the largest ones,now offer. It requires a bid for a "per-click" basis, whichtranslates to your company paying the bid amount every timethe search engine directs a visitor to your site. There isthe added bonus that when a per-click site sends yourwebsite traffic, your site often appears in the results ofother prevalent search engines.
As with all marketing campaigns, there are advantages anddisadvantages. If you understand the process and monitoryour pay-per-click campaign frequently, it can be veryeffective. One of the greatest advantages is that you neverhave to tweak your web pages to change your position insearch engine results, as you must do in a typical SEOcampaign. What you do have to do in a pay-per-clickcampaign is pay a fee.
Another advantage is the simplicity of the pay-per-clickprocess. You just bid and you're up and running. It doesn'tdemand any specific technical knowledge, though the moreyou know about search engines and keywords, the easier -and more effective - the process will be.
The downside is that pay-per-click is essentially a biddingwar. A higher bid than yours will lower your position onsearch engine results. This means that you will have toraise your bid to regain your position - which canobviously become quite expensive, especially if you arebidding on a popular keyword.
In order to determine if pay-per-click is a cost effectiveform of marketing for your business, you must do somecomputing to figure out how much each visitor to your siteis worth. You can compute this value by dividing the profityou make on your website over a given period of time by thetotal number of visitors for that same time period. Forexample, if your site made $5,000 in profits and there were2,5000 hits, each visitor would be theoretically worth 50cents. The basic formula is profits divided by visitors.
The figure of 50 cents per visitor is the point at whichyour business breaks even. The idea, of course, is to showa profit, not to merely cover your costs. Therefore, youare aiming at a figure less than 50 cents per click.
Be aware that the most popular keywords often costconsiderably more than 50 cents a click. The only wayaround this is to bid less for these phrases or you will bepaying too much for each individual hit.
The key (pun intended) to success is to learn everythingyou can about search engine keyword research. The good newsis there isn't a limit to the amount of keywords you canadd to your bid because additional keywords do not addadditional cost. This translates into a lot less hassle foryou because there is no need to optimize your site to indexa particular set of keywords.
Obviously, some keywords are much more effective thanothers are, but they will not cost you anything except timeto set-up your account in your pay-per-click bid. Of thepopular search engines that offer pay-per-click, one calledOverture provides an online tool that will give you thedata on how often particular keywords are entered intotheir search engine. They also offer suggestions forkeywords after you enter a description of your site.
In pay-per-click, this written description is crucial. Youmust understand that the object of your description is notto generally attract visitors, but to be as specific aspossible so that only those visitors who are likely to buyyour service or product go to your site. You must useexpert marketing copy to guarantee that your description isboth precise and enticing to attract the most idealcandidates to your site. This description is your mostpowerful tool to insure that your bid is profitable.
Another essential element of pay-per-click advertising isthat you constantly monitor your bid. It is very importantthat you bear in mind that the results of the top searchengines providing pay-per-click advertising, which areOverture and Adwords Select, usually appear on otherpopular search engines. Because of this, the competitionfor top ranking is intense, and very often you will findthat the bidding price balloons too high for pay-per-clickto yield a profit.
If this happens, it is advisable to withdraw your bid onthat particular keyword and try another one. Remember: whenyou pay too much per click to make a profit, you are inessence losing the bidding war.
Since losing is not acceptable, you must have a plan inplace to closely track the effectiveness of your keyword.It is advisable to monitor your keywords on at least amonthly basis.
Not only is careful monitoring important, but the analysisof visitor behavior can produce invaluable knowledge aboutconsumer motivation, habits, and trends. Expert monitoringand consumer analysis is essential to your overall businessneeds, and will also insure that your pay-per-clickcampaign is a success.
Paid URL Inclusion
There are many ways to promote your website and one of themost efficient ways is to use search engines. Searchengines are the first stop for most people trying to findinformation, services, and products online. Because ofthis, it is essential that your website appears quickly insearch results.
The Internet contains numerous search engines, some ofwhich offer what is known as "paid inclusion." This meansthat you pay the specific search engine an annual fee foryour web page to be included in their index.
Of course, every search engine already has an automatedprogram commonly called a "spider" that indexes all the webpages it locates online, and it does this for free. Sowhether you pay or not, your web page will eventually beindexed by all Internet search engines, as long as thespider can follow a link to your page. The major issue is,then, how quickly your page is indexed.
A search engine that offers a paid URL inclusion uses anextra spider that is programmed to index the particularpages that have been paid for. The difference between thespider that indexes pages for free and the spider thatindexes only pages for a fee is speed. If you have paid forinclusion, the additional search engine spider will indexyour page immediately.
The debate over paid URL inclusion centers around theannual fee. Since the regular spider of these searchengines would eventually get around to indexing your webpage anyway, why is a renewal fee necessary? The fee isnecessary to keep your pages in the search engine's index.If you go the route of paid inclusion, you should be awarethat at the end of the pay period, on some search engines,your page will be removed from their index for a certainamount of time.
It's easy to get confused about whether you would benefitfrom paid inclusion since the spider of any search enginewill eventually index your page without the additionalcost. There are both advantages and disadvantages to paidURL inclusion, and it is only by weighing your pros andcons that you will be able to decide whether to spring forthe extra cash or not.
The advantages are obvious: rapid inclusion and rapidre-indexing. Paid inclusion means that your pages will beindexed quickly and added to search results in a very shorttime after you have paid the fee. The time differencebetween when the regular spider will index your pages andwhen the paid spider will is a matter of months. The spiderfor paid inclusion usually indexes your pages in a day ortwo. Be aware that if you have no incoming links to yourpages, the regular spider will never locate them at all.
Additionally, paid inclusion spiders will go back to yourpages often, sometimes even daily. The advantage of this isthat you can update your pages constantly to improve theranking in which they appear in search engines, and thepaid URL inclusion spider will show that result in a matterof days.
First and foremost, the disadvantage is the cost. For a tenpage website, the costs of paid URL inclusion range from$170 for Fast/Lycos to $600 for Altavista, and you have topay each engine their annual fee. How relevant the costfactor is will depend on your company.
Another, and perhaps more important, disadvantage is thelimited reach of paid URL inclusions. The largest searchengines, Google, Yahoo, and AOL, do not offer paid URLinclusion. That means that the search engines you choose topay an inclusion fee will amount to a small fraction of thetraffic to your site on a daily basis.
Google usually updates its index every month, and there isno way you can speed up this process. You will have to waitfor the Google spider to index your new pages no matter howmany other search engines you have paid to update theirindex daily. Be aware that it is only after Google updatestheir index that your pages will show up in Google, Yahoo,or AOL results.
One way to figure out whether paid URL inclusion is a gooddeal for your company is to consider some common factors.First, find out if search engines have already indexed yourpages. To do this, you may have to enter a number ofdifferent keywords, but the quickest way to find out is toenter your URL address in quotes. If your pages appear whenyou enter the URL address but do not appear when you enterkeywords, using paid inclusion will not be beneficial. Thisis because your pages have already been indexed and rankedby the regular spider. If this is the case, your moneywould be better spent by updating your pages to improveyour ranking in search results. Once you accomplish this,you can then consider using paid inclusion if you want tospeed up the time it will take for the regular spider torevisit your pages.
The most important factor in deciding whether to use paidURL inclusion is to decide if it's a good investment. Tofigure this out, you have to look at the overall picture:what kind of product or service are you selling and howmuch traffic are you dependent on to see a profit?
If your company sells an inexpensive product that requiresa large volume of traffic to your site, paid inclusion maynot be the best investment for you; the biggest searchengines do not offer it, and they are the engines that willbring you the majority of hits. On the other hand, if youhave a business that offers an expensive service or productand requires a certain quality of traffic to your site, apaid URL inclusion is most likely an excellent investment.
Another factor is whether or not your pages are updatedfrequently. If the content changes on a daily or weeklybasis, paid inclusion will insure that your new pages areindexed often and quickly. The new content is indexed bythe paid spider and then appears when new relevant keywordsare entered in the search engines. Using paid inclusion inthis case will guarantee that your pages are being indexedin a timely manner.
You should also base your decision on whether or not yourpages are dynamically generated. These types of pages areoften difficult for regular spiders to locate and index.Paying to include the most important pages of a dynamicallygenerated website will insure that the paid spider willindex them.
Sometimes a regular spider will drop pages from its searchengine, although these pages usually reappear in a fewmonths. There are a number of reasons why this can happen,but by using paid URL inclusion, you will avoid thepossibility. Paid URL inclusion guarantees that your pagesare indexed, and if they are inadvertently dropped, thesearch engine will be on the lookout to locate themimmediately.
As you can see, there are numerous factors to consider whenit comes to paid URL inclusion. It can be a valuableinvestment depending on your situation. Evaluate yourbusiness needs and your website to determine if paid URLinclusion is a wise investment for your business goals.
The Internet contains numerous search engines, some ofwhich offer what is known as "paid inclusion." This meansthat you pay the specific search engine an annual fee foryour web page to be included in their index.
Of course, every search engine already has an automatedprogram commonly called a "spider" that indexes all the webpages it locates online, and it does this for free. Sowhether you pay or not, your web page will eventually beindexed by all Internet search engines, as long as thespider can follow a link to your page. The major issue is,then, how quickly your page is indexed.
A search engine that offers a paid URL inclusion uses anextra spider that is programmed to index the particularpages that have been paid for. The difference between thespider that indexes pages for free and the spider thatindexes only pages for a fee is speed. If you have paid forinclusion, the additional search engine spider will indexyour page immediately.
The debate over paid URL inclusion centers around theannual fee. Since the regular spider of these searchengines would eventually get around to indexing your webpage anyway, why is a renewal fee necessary? The fee isnecessary to keep your pages in the search engine's index.If you go the route of paid inclusion, you should be awarethat at the end of the pay period, on some search engines,your page will be removed from their index for a certainamount of time.
It's easy to get confused about whether you would benefitfrom paid inclusion since the spider of any search enginewill eventually index your page without the additionalcost. There are both advantages and disadvantages to paidURL inclusion, and it is only by weighing your pros andcons that you will be able to decide whether to spring forthe extra cash or not.
The advantages are obvious: rapid inclusion and rapidre-indexing. Paid inclusion means that your pages will beindexed quickly and added to search results in a very shorttime after you have paid the fee. The time differencebetween when the regular spider will index your pages andwhen the paid spider will is a matter of months. The spiderfor paid inclusion usually indexes your pages in a day ortwo. Be aware that if you have no incoming links to yourpages, the regular spider will never locate them at all.
Additionally, paid inclusion spiders will go back to yourpages often, sometimes even daily. The advantage of this isthat you can update your pages constantly to improve theranking in which they appear in search engines, and thepaid URL inclusion spider will show that result in a matterof days.
First and foremost, the disadvantage is the cost. For a tenpage website, the costs of paid URL inclusion range from$170 for Fast/Lycos to $600 for Altavista, and you have topay each engine their annual fee. How relevant the costfactor is will depend on your company.
Another, and perhaps more important, disadvantage is thelimited reach of paid URL inclusions. The largest searchengines, Google, Yahoo, and AOL, do not offer paid URLinclusion. That means that the search engines you choose topay an inclusion fee will amount to a small fraction of thetraffic to your site on a daily basis.
Google usually updates its index every month, and there isno way you can speed up this process. You will have to waitfor the Google spider to index your new pages no matter howmany other search engines you have paid to update theirindex daily. Be aware that it is only after Google updatestheir index that your pages will show up in Google, Yahoo,or AOL results.
One way to figure out whether paid URL inclusion is a gooddeal for your company is to consider some common factors.First, find out if search engines have already indexed yourpages. To do this, you may have to enter a number ofdifferent keywords, but the quickest way to find out is toenter your URL address in quotes. If your pages appear whenyou enter the URL address but do not appear when you enterkeywords, using paid inclusion will not be beneficial. Thisis because your pages have already been indexed and rankedby the regular spider. If this is the case, your moneywould be better spent by updating your pages to improveyour ranking in search results. Once you accomplish this,you can then consider using paid inclusion if you want tospeed up the time it will take for the regular spider torevisit your pages.
The most important factor in deciding whether to use paidURL inclusion is to decide if it's a good investment. Tofigure this out, you have to look at the overall picture:what kind of product or service are you selling and howmuch traffic are you dependent on to see a profit?
If your company sells an inexpensive product that requiresa large volume of traffic to your site, paid inclusion maynot be the best investment for you; the biggest searchengines do not offer it, and they are the engines that willbring you the majority of hits. On the other hand, if youhave a business that offers an expensive service or productand requires a certain quality of traffic to your site, apaid URL inclusion is most likely an excellent investment.
Another factor is whether or not your pages are updatedfrequently. If the content changes on a daily or weeklybasis, paid inclusion will insure that your new pages areindexed often and quickly. The new content is indexed bythe paid spider and then appears when new relevant keywordsare entered in the search engines. Using paid inclusion inthis case will guarantee that your pages are being indexedin a timely manner.
You should also base your decision on whether or not yourpages are dynamically generated. These types of pages areoften difficult for regular spiders to locate and index.Paying to include the most important pages of a dynamicallygenerated website will insure that the paid spider willindex them.
Sometimes a regular spider will drop pages from its searchengine, although these pages usually reappear in a fewmonths. There are a number of reasons why this can happen,but by using paid URL inclusion, you will avoid thepossibility. Paid URL inclusion guarantees that your pagesare indexed, and if they are inadvertently dropped, thesearch engine will be on the lookout to locate themimmediately.
As you can see, there are numerous factors to consider whenit comes to paid URL inclusion. It can be a valuableinvestment depending on your situation. Evaluate yourbusiness needs and your website to determine if paid URLinclusion is a wise investment for your business goals.
Increasing Link Popularity
Search engines are the gateway to the Internet; they are
the first tool that potential customers use to find the
products and services they need. This is why link
popularity is so imperative. If the customers do not find
your website, you have no possibilities of making any
sales.
You're probably wondering what the blazes is popular about
a link! Well, in a word - plenty! Link popularity refers to
the ranking assigned to your website by the search engines,
and it determines the ranking your page gets when keywords
are entered into a search engine. So, you're probably
wondering, how do I make my link popular?
Search engines are discretionary, giving status and ranking
to sites that have links to their pages from related,
quality sites. It's a simple formula, but a very important
one. Google created the system, and now virtually all the
most popular search engines employ it to rank your web
pages in their indexes.
The more commonly used your keyword is, the harder it will
be to achieve link popularity, but without achieving this
step, it is almost certain your site will never rank highly
on any search engine. But don't be discouraged; there are
tried and true ways of achieving link popularity using the
most competitive keywords.
There are a few things you should be aware of. The first is
that just linking up with a large number of other websites
will not achieve link popularity. In fact, it may have
quite the opposite effect. This is particularly true when
pertaining to websites that are nothing more than "link
farms" - pages containing line after line of indiscriminate
links. Search engines may aggressively discriminate against
your website if you are associated with a link farm, so
steer clear of them!
The next thing to bear in mind is the quality of the site
you are linking to. Never link to a page you have
reservations about your visitors seeing. The last thing you
want your website to appear as is indiscriminate and cheap.
Linking to sites of poor quality will only lessen your link
popularity, if not completely destroy it.
So let's get to what you need to do to achieve supreme link
popularity and improve your rankings to stellar status on
all the popular search engines.
The first step, and the fastest way to get your foot in the
door, is to get a listing in a popular directory, such as
Open Directory Project and Yahoo. If your site is
business-related, you will want to be listed on Yahoo, and
despite the fact that it will cost you around $300 a year,
it will be money well spent. If your site is
non-commercial, the listing will be free, but it will take
time and follow-up to actually get it listed. Open
Directory is gives you a free listing whether you are
business-related or non-commercial, but be prepared to make
a lot of follow-up inquiries before you see your site
listed.
You are aiming to get listed in the highest level of
appropriate category, and this just takes some common
sense. For example, if your company ships Alpaca wool from
an Alpaca farm located in the middle of Nowhere, Tiny
State, do NOT submit your listing to "Retailers from
Nowhere, Tiny State." BIG MISTAKE! All you have to do is
look a little deeper - and submit your listing to the "Fine
Alpaca Wool" category. You will not only associate yourself
with culture and quality, but you will be listed in a
national category.
The next step after you have attained directory listings is
to locate other quality sites that will increase your link
popularity. Try to find sites that are in some way related
to yours, so not only will your link popularity increase,
but your customer base may also be expanded. You want to
avoid your competitors and look for sites that are useful
to your site's visitors. Let's look at the Alpaca Wool site
example. Linking up to a site that sells knitting supplies
would be helpful to your visitors, and the chances of the
knitting supply site wanting to link up to your site are
also greater. By linking to a related site that will be
relevant to your website's traffic, you are increasing both
of your site's business prospects - and both of your sites'
link popularity.
Not all sites want to link to other sites, so you will have
to do some research when you are looking for possible
linking partners. Google is an excellent starting place for
your search. Make sure you enter keywords that you think
quality customers will also enter to find your own site.
Remember, your criteria are quality, highly ranked,
non-competing websites that have a links or resources page.
Go to these sites and objectively assess them. Look at the
quality of the product, the graphics, and the ease of use.
Then check out the other sites they are linked to, and
determine if your own site would fit in with the crowd.
When you decide you have found a good prospect, you must
set out to woo them. The first thing to do is to add a link
on your own links page to their site. This is an essential
first step; it shows good faith, and ups your chances
significantly of their reciprocity. After you have added
their link, you must contact the webmaster of their site.
Since this is almost always done by email, you want to make
sure it is immediately clear that your message is not junk
mail. This requires that you tell them right off the bat
that you have added a link to their page on your site. A
hook like this almost always insures the reader will read
on.
Next, be sure to be flattering and let them know how much
you appreciate their website. Make sure you emphasize that
you have actually visited their site, and that their site
is not just a random pick. Give them the address of your
links page, and ask them to check out the link for
themselves. It's a good idea to mention that they will not
only benefit from the increased traffic your website will
direct their way, but you will also increase their link
popularity. Briefly, explain why link popularity is so
essential, but do this in a sentence or two so you don't
sound like a professor! Finally, tell them you would
greatly appreciate if they would reciprocally add a link on
their own links page to your website.
Go through this process with as many appropriate sites as
you can find, bearing in mind the criteria of quality and
non-competitiveness. After you have emailed all relevant
sites, be sure to check these website frequently to see if
they have added a link to your page. Give it about a month,
and if no link appears, try another charming email. Then
give it another month, and if your site is still absent
from their links page, it's time to remove their link from
your own links page. The only time you want to pursue a
link further than this is if you believe a site is crucial
to your link popularity and your business needs. Just
remember to keep all your communications complimentary and
cordial.
Then set up a schedule to check your ranking in search
engines frequently to see if your link popularity has
improved. This is not achievable in the blink of an eye. It
will take some time and a good deal of work. There is no
way around the labor-intensive quality of improving your
link popularity, which is why search engines regard it with
such importance.
By the way - make sure you have a beautiful, streamlined
site or you will never persuade anyone to link up to you.
Be prepared to keep plugging away at this process, as long
as it takes, until you achieve link popularity stardom!
the first tool that potential customers use to find the
products and services they need. This is why link
popularity is so imperative. If the customers do not find
your website, you have no possibilities of making any
sales.
You're probably wondering what the blazes is popular about
a link! Well, in a word - plenty! Link popularity refers to
the ranking assigned to your website by the search engines,
and it determines the ranking your page gets when keywords
are entered into a search engine. So, you're probably
wondering, how do I make my link popular?
Search engines are discretionary, giving status and ranking
to sites that have links to their pages from related,
quality sites. It's a simple formula, but a very important
one. Google created the system, and now virtually all the
most popular search engines employ it to rank your web
pages in their indexes.
The more commonly used your keyword is, the harder it will
be to achieve link popularity, but without achieving this
step, it is almost certain your site will never rank highly
on any search engine. But don't be discouraged; there are
tried and true ways of achieving link popularity using the
most competitive keywords.
There are a few things you should be aware of. The first is
that just linking up with a large number of other websites
will not achieve link popularity. In fact, it may have
quite the opposite effect. This is particularly true when
pertaining to websites that are nothing more than "link
farms" - pages containing line after line of indiscriminate
links. Search engines may aggressively discriminate against
your website if you are associated with a link farm, so
steer clear of them!
The next thing to bear in mind is the quality of the site
you are linking to. Never link to a page you have
reservations about your visitors seeing. The last thing you
want your website to appear as is indiscriminate and cheap.
Linking to sites of poor quality will only lessen your link
popularity, if not completely destroy it.
So let's get to what you need to do to achieve supreme link
popularity and improve your rankings to stellar status on
all the popular search engines.
The first step, and the fastest way to get your foot in the
door, is to get a listing in a popular directory, such as
Open Directory Project and Yahoo. If your site is
business-related, you will want to be listed on Yahoo, and
despite the fact that it will cost you around $300 a year,
it will be money well spent. If your site is
non-commercial, the listing will be free, but it will take
time and follow-up to actually get it listed. Open
Directory is gives you a free listing whether you are
business-related or non-commercial, but be prepared to make
a lot of follow-up inquiries before you see your site
listed.
You are aiming to get listed in the highest level of
appropriate category, and this just takes some common
sense. For example, if your company ships Alpaca wool from
an Alpaca farm located in the middle of Nowhere, Tiny
State, do NOT submit your listing to "Retailers from
Nowhere, Tiny State." BIG MISTAKE! All you have to do is
look a little deeper - and submit your listing to the "Fine
Alpaca Wool" category. You will not only associate yourself
with culture and quality, but you will be listed in a
national category.
The next step after you have attained directory listings is
to locate other quality sites that will increase your link
popularity. Try to find sites that are in some way related
to yours, so not only will your link popularity increase,
but your customer base may also be expanded. You want to
avoid your competitors and look for sites that are useful
to your site's visitors. Let's look at the Alpaca Wool site
example. Linking up to a site that sells knitting supplies
would be helpful to your visitors, and the chances of the
knitting supply site wanting to link up to your site are
also greater. By linking to a related site that will be
relevant to your website's traffic, you are increasing both
of your site's business prospects - and both of your sites'
link popularity.
Not all sites want to link to other sites, so you will have
to do some research when you are looking for possible
linking partners. Google is an excellent starting place for
your search. Make sure you enter keywords that you think
quality customers will also enter to find your own site.
Remember, your criteria are quality, highly ranked,
non-competing websites that have a links or resources page.
Go to these sites and objectively assess them. Look at the
quality of the product, the graphics, and the ease of use.
Then check out the other sites they are linked to, and
determine if your own site would fit in with the crowd.
When you decide you have found a good prospect, you must
set out to woo them. The first thing to do is to add a link
on your own links page to their site. This is an essential
first step; it shows good faith, and ups your chances
significantly of their reciprocity. After you have added
their link, you must contact the webmaster of their site.
Since this is almost always done by email, you want to make
sure it is immediately clear that your message is not junk
mail. This requires that you tell them right off the bat
that you have added a link to their page on your site. A
hook like this almost always insures the reader will read
on.
Next, be sure to be flattering and let them know how much
you appreciate their website. Make sure you emphasize that
you have actually visited their site, and that their site
is not just a random pick. Give them the address of your
links page, and ask them to check out the link for
themselves. It's a good idea to mention that they will not
only benefit from the increased traffic your website will
direct their way, but you will also increase their link
popularity. Briefly, explain why link popularity is so
essential, but do this in a sentence or two so you don't
sound like a professor! Finally, tell them you would
greatly appreciate if they would reciprocally add a link on
their own links page to your website.
Go through this process with as many appropriate sites as
you can find, bearing in mind the criteria of quality and
non-competitiveness. After you have emailed all relevant
sites, be sure to check these website frequently to see if
they have added a link to your page. Give it about a month,
and if no link appears, try another charming email. Then
give it another month, and if your site is still absent
from their links page, it's time to remove their link from
your own links page. The only time you want to pursue a
link further than this is if you believe a site is crucial
to your link popularity and your business needs. Just
remember to keep all your communications complimentary and
cordial.
Then set up a schedule to check your ranking in search
engines frequently to see if your link popularity has
improved. This is not achievable in the blink of an eye. It
will take some time and a good deal of work. There is no
way around the labor-intensive quality of improving your
link popularity, which is why search engines regard it with
such importance.
By the way - make sure you have a beautiful, streamlined
site or you will never persuade anyone to link up to you.
Be prepared to keep plugging away at this process, as long
as it takes, until you achieve link popularity stardom!
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